Cannabis fans won’t be able to buy and sport official merchandise displaying their favourite marijuana company’s logo if the Senate has its way.

The Senate has voted to change the Liberal government’s cannabis legalization bill so it prohibits cannabis “brand-stretching” — selling swag displaying cannabis company logos.

In a 34-28 vote, Senators passed a Conservative amendment put forward by Sen. Judith Seidman that deleted sections of the bill permitting that type of lateral advertising and promotion by cannabis companies — things like branded hats, t-shirts, smartphone cases, and other merchandise.

That same Tory amendment was rejected by a Senate committee earlier this week. But on Friday, the chamber as a whole opted to further reign-in promotional activities.

Seidman appealed to senators to close what she called a “loophole” in the bill allowing for a form of “stealth” marketing.

She said restricting promotional rules would “reduce the likelihood of an ongoing conflict” between government and an industry likely to “aggressively” promote its products.

“To think that these products won’t develop a cachet among teenagers is delusional,” she said. “We’ve seen this story before with tobacco.”

Independent Sen. Tony Dean, the sponsor of the bill, opposed the motion. He said Canadians were already well protected by the bill’s measures restricting promotion and marketing.

“We’re talking about the extreme edges of branding here and I think it’s a step too far,” he said.

A number of senators opposing the amendment raised issues of freedom of commercial expression, and said Health Canada’s regulations would cover that kind of detail on promotional products.

The idea for the amendment was originally proposed by the Non-Smoker’s Rights Association.

Next week the Senate deals with more contentious issues, like whether to change the legal age to consume cannabis recreationally.

Bill C-45 is expected to come to a final third reading vote in the Senate next week.

The Senate has already made a number of changes to the bill — including introducing a provision that permits provinces and territories to ban Canadians from growing cannabis plants at home within their own jurisdictions. But the House of Commons will have to decide if it agrees with the changes before the bill can become law.